No One Wants To Take Your Survey For A Free Drink | 9Digg - What the web is talking about right now 9digg.org/no-one-wants-to-take-your-survey-for-a-free-drink/ [Click here to view the video in this article] We’ve all been bombarded with the request before, “Tell us how we’re doing for a (fill in the blank with free item or discount).” Last week was no different when our CEO went to enjoy a light Mediterranean dinner at quick-service restaurant, Garbanzo. Upon receipt, he got the standard request to ‘take the survey for a free drink!’. It’s not just the quick-service vertical that has this ‘survey’ bug. In fact, a consumer will be requested to answer a ‘few simple questions’ after buying many consumer products and/or receiving a service. So, the two questions we must ask: Who fills out these surveys? Do you think this is the most effective way of measuring customer satisfaction and engaging consumers? A few decades ago it was considered quite charming that a brand would ask a consumer how their service was. In more modern years, response rates have dropped and many consumers would only describe these surveys as a disturbance. In fact, survey analysts have reported, “Back in the ’70s and ’80s, we were getting a response rate of 30 to 50 percent, sometimes higher. Today, it’s between 17 and 25 percent” (nextavenue.org). As the response rates have dropped the number of survey requests have only increased over time. In, “When Businesses Can’t Stop Asking, ‘How Am I Doing?’”, the NY Times suggested that there is no way to determine exactly how many consumer satisfaction surveys are completed each year, but have seen reports of collection rates in the 10s of millions per survey company (New York Times). To add to the consumer dismay, most surveys are impersonal and fail to show the results of any consumer feedback provided. The poor user experience and lack of follow-up seem more of waste of time to consumers. This does little to motivate consumers to provide honest and useful suggestions to brands. Servicewitch, a ‘customer service spy,’ has done a great job at documenting the consumer experience of taking a customer satisfaction survey. Watch some of her videos to experience the long and dull process of taking a brand survey: https://youtube/watch?v=Gmc9RqMUofU. Now, don’t get us wrong, customer feedback is VERY important for a brand. We’re simply suggesting the platform for feedback be updated to meet the modern times and customer habits. Social media is an amazing tool that allows you to connect with real customers in real-time with, ultimately, as little invasion as possible. Offering a platform for consumer feedback via social media allows for consumers to engage with the brand on their own time and when they have something to say or suggest. It also provides an easy tool for brands to communicate what they are doing with the received feedback. This can be a simple comment back to the user or, better, full on examples of what has been done. Consumers are a brands most important tool, use them properly and succeed—don’t and lose them. Top image from Imgembed. This is a cross-post from Napkin Labs blog.
Posted on: Wed, 17 Jul 2013 08:00:45 +0000
Trending Topics
Recently Viewed Topics
© 2015